Institut für Marketing & Management

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Browsing Institut für Marketing & Management by Sustainable Development Goals "12"

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    Augmented reality marketing and consumer-brand relationships: how closeness drives brand love
    (2024) Rauschnabel, Philipp A.; Hüttl‐Maack, Verena; Ahuvia, Aaron C.; Schein, Katrin E.
    Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non-AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre-/post-use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.
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    Sustainability-oriented macro trends and innovation types - Exploring different organization types tackling the global sustainability megatrend
    (2021) Gaudig, Anja; Ebersberger, Bernd; Kuckertz, Andreas
    The prevailing environmental and social challenges worldwide require comprehensive and sustainability-oriented changes in central areas of society—endeavors that call for more sustainability-oriented innovations. Sustainability can be understood as a megatrend within our society comprising sustainability-oriented macro trends such as Agricultural Innovation, Circular Economy, or Clean Tech. In line with this conceptualization, the current paper analyzes to what extent different types of organizations, such as startups and established companies, have been tackling sustainability-oriented macro trends and how much they have been focusing on sustainability-oriented innovation activities within their organization types. For the study, 758 organizations from the Trendexplorer database were examined through univariate and bivariate analyses. The results underscore that sustainability can be perceived as a key driver of structural change by illustrating that different organization types focus on multiple yet diverse sustainability-oriented macro trends simultaneously while concentrating on a specific type of innovation, whereby all three types of innovations (technological, marketing, and product and service innovations) can be integrated.